Indium Corporation
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Be Creative: Save Money

Tuesday, October 20, 2009 by Rick Short [Rick Short]
"Companies and organizations that both understand and react to the latest in consumer expectations are well positioned to offer beneficial goods and services to customers as well as financial stability to their stakeholders."

An intriguing quote from an article with an even more interesting title, "Advertising Is the Price You Pay for Not Being Creative," from MarketingProfs.

I really believe in this position and have strived to put this philosophy into action over the past few years.  It's easier said than done, and the obstacles can appear daunting. That said, it's also fairly easy to start small and grow your cost saving B2B Marcom program.

If done well, you can cut your "dependency" on ad spending while enhancing your meaningful connections with your target audience.

Image from: api.ning.com
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Comments for Be Creative: Save Money

Thursday, November 12, 2009 by Gary Slack:
Rick, I was struck by a slight but significant variation on this line that Andy Sernovitz, the author of Word of Mouth Marketing and, as you know, a keynoter at BMA's 2009 UNlearn conference, uses in most of his talks. He says, "Advertising is the price you pay for not being interesting." I've used (with approrpriate credit) Andy's variation many times, as it dovetails nicely with much of what David Meerman Scott is saying these days about the need to work harder to earn attention as buying and bugging people for attention doesn't work like it used to.
Thursday, November 12, 2009 by Rick Short:
I recently experienced a mini version of CREATIVITY TRAINING (at the PDMA.org annual meeting, at which I spoke) - given by IdeasToGo.com. Wow! Those people are good. I can really see how such training and inspiration can tremendously enhance a person's ability to "be interesting" and to find novel ways to address their target audience in a meaningful and appreciated way. It's there for us - just depends on how badly we want it and how hard we are willing to work. Gary - you are a leader in this! Thanks for your comment.

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